Bacardi-Martini is overhauling its Gold rum, giving it a packaging makeover and name change to give the brand "global consistency". Out goes the Gold and in comes the Spanish word of the same meaning, Oro. The company said it had decided to make the switch because gold' had become a generic name for the golden segment of the rum category. Oro, meanwhile, will provide the Bacardi rum brand with a "unique point of difference" against other golden rums, said Bruce Ray, director of trade marketing for Bacardi-Martini Ltd. "Oro supports the Bacardi brand credentials and premium positioning by adding authenticity and reaffirming its Latin heritage," said Ray. New packaging also plays on the brand's heritage. "It communicates premium quality and gives greater visibility at point of purchase," added Ray. "Increased use of gold lettering gives the bottle a stylish appeal." The word ron' (Spanish for rum) is disappearing and is being replaced with the signature of the brand's founder, Don Facundo Bacardi, who launched the first Bacardi product in 1862. It is hoped the new tack will appeal to Bacardi Oro's target audience of young professionals. {{DRINKS }}